Digital Acquisition Team Head

1. Digital Acquisition:

• Strategically plan and execute digital media campaigns across multiple platforms, including but not limited to Google Ads, Facebook, Criteo, Apple Search Ads, and Display Networks. Ensure campaigns are continuously optimized to drive high-quality, targeted traffic while maximizing return on investment (ROI).
• Embrace a performance-driven mindset by adopting meaningful KPIs such as Spending Rate (Cost per Disbursement) and COA (Cost per Acquired Qualified Lead), shifting focus away from vanity metrics like raw application counts.
• Proactively develop and implement cost-effective acquisition strategies, leveraging both paid and low-cost channels. Tailor targeting approaches based on a deep understanding of customer segments and product fit (e.g., new product mix, upsell, cross-sell opportunities).
• Collaborate closely with the Online Customer Engagement Team to craft high-converting ad content and landing experiences. Continuously optimize performance through SEO, ASO, and SEM improvements using tools such as Google Search Console and app store insights.
• Work cross-functionally with Sales and other related divisions to improve funnel conversion and ensure acquisition KPIs are consistently met.
• Partner with ICT to address technology dependencies and support seamless onboarding of new affiliate partners.

2. Vendor management:

• Manage and optimize the performance of affiliate networks, including daily monitoring, partner guidance, and fraud/data quality checks.
• Build onboarding flows for new partners, including legal processing, tech/API integration, and content alignment to ensure lead quality and compliance.
• Coordinate with digital wallet partners (e.g., ZaloPay, MoMo…) to develop co-branded acquisition flows and exclusive campaigns aligned with customer intent.
• Maintain strategic relationships with key vendors and platforms, and continuously seek out new partners for sustainable user acquisition growth.

3. Report & others:

• Analyze and report of campaign progress and conversion for improvement
• Actively seek opportunities to expand possibility of lead generation and brand awareness